When you’ve been pioneering the automobile since 1886, you don’t throw a quiet birthday party when you turn a hundred and forty. You celebrate it with the world and take the long way around the planet to do it.
Mercedes-Benz is launching a global road trip to celebrate 140 years of automotive innovation since Carl Benz’s patent, and it all begins with the debut of the new S-Class. Three brand-new Mercedes-Benz S-Class sedans will tour across six continents, checking in at 140 iconic locations, and meet fans along the way.
The brand also plans to organise a premiere film, global social and sales campaigns, a special anniversary logo, and even a limited-edition sneaker created with adidas.
140 destinations to mark 140 years
The celebrations officially kick off on 29 January 2026, the exact anniversary of the original automobile patent. That date also marks the world premiere of the heavily updated Mercedes-Benz S-Class, unveiled during a special event at the Mercedes-Benz Museum in Stuttgart.
The brand calls this the most significant update to an S-Class generation yet, a flagship designed to carry 140 years of innovation straight into the future. This celebration fits the past, present and future, all under one roof.
Carrying on the celebration, Mercedes-Benz will launch an epic transcontinental journey called “140 Years. 140 Places.” Three new S-Class sedans will roll out from Stuttgart, travelling more than 50,000 kilometres across six continents, before returning home in October 2026.
The intended route spans Europe, South America, North America, Australia, Asia and Africa, taking in some of the world’s most legendary roads and cities. At key checkpoints, the convoy will be joined by classic Mercedes-Benz vehicles, new 2026 models, and local fleet vehicles that represent the brand in each region.
How you can follow this journey too
Mercedes-Benz doesn’t want this anniversary to be ultra-exclusive or something you just zip past. Along the route, there will be meet-and-greets, customer and owners’ club events, special showcases, and hands-on opportunities for fans to experience the journey in person.
Local Mercedes communities and clubs around the world will also host their own celebrations throughout the year. And for those watching from home, the entire journey will be documented online via the Mercedes-Benz Community digital hub, YouTube, and other official brand channels. Expect behind-the-scenes moments, stories from each stop, and regular updates straight from the road.
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A dedicated 140th anniversary logo
Mercedes-Benz has created a special 140th anniversary logo for 2026. The design is inspired by the wheel of the world’s first automobile, symbolising the brand’s rich heritage and its forward-looking ambition. The logo will appear across all Mercedes-Benz communications throughout 2026.
A sneaker for the anniversary
Mercedes-Benz also announced a special collaboration with athletic footwear and apparel partner Adidas to introduce a limited-edition sneaker based on the Adidas Samba model. The sneaker has a retro-inspired design and a leather and textured fabric inspired by Mercedes-Benz interiors. It will have three colourways referencing iconic Mercedes models from past decades. The sneaker is set to launch in late 2026.
Biggest Mercedes launch program yet
The 140th anniversary also aligns with the largest product launch program in Mercedes-Benz history. Over the next two years, the brand will introduce more than 40 new models across multiple segments with designs that blend heritage with future-focused innovation.
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